Corona & MIT Grad Gala 2019
These pictures were taken last Saturday (April 6, 2019) at the #MITGradGala2019 on the #SpiritOfBoston. What do they have in common?
The lime-topped, clear-bottled, pale lager Corona appeals to everyone by proposing a different value to each of its market segments:
Traditionally non-beer drinker, for example, women (gender neutral and beautiful long-neck-bottle design)
Working Professional (Wish-I-was-on-a-beach attitude - escape from reality)
People with (or who wish they had an) adventurous lifestyle (e.g. surfers, etc.)
In a social gathering, I see two categories of drinkers - those who drink sparkling wine from a champagne flute or sip spirit from a whiskey glass, and those who drink beers from a pint glass or directly from a dark glass bottle. But if you hold a white-yellow-blue bottle with a lime on the top, somehow I see you mixing well with both groups.
How did I shape that image? In my opinion, Corona has used very effectively Aristotle’s rhetorical triangle in its advertising techniques. Here is how the three modes of persuasion, Ethos, Pathos & Logos, have influenced my perception of this beer brand:
Ethos: The brand calls upon ethics and values to create credibility in it. Corona grows with the economy of Mexico and contributes its development. The multinational beverage company inspires Mexican passion and pride.
Pathos: The brand elicits emotions in the consumer. Corona started with an image of pleasant time in Mexico (“cross the border”) as Mexico was not considered a traditional brewing country. Throughout the years, even if the ad campaign evolved, the theme was consistent with “Fun, Sun, and Beach”. This consistent guiding message establishes the premium image in the US.
Logos: The brand puts logic into play by using evidence and facts. To confirm its position as a premium imported beer, the bottle was sold in its authentic Mexican form with the same design and same glass. Despite the sudden increase of the FTE in 1990, the brand chose to maintain consistency by gradually increasing the price over a period of 3 years. Supported with a consistent marketing campaign, Corona has maintained its image of a high-end level import brand. #2019mitsloanbrandingb #2019MITSloanBrandingB